Social Media ROI

About the book
Social Media ROI will help you gain more value from every dime you invest in social media.
You'll learn how to:
  • Align social communications with broader business goals and functions
  • Plan for effective performance measurement
  • Establish clarity of vision, purpose, and execution
  • Implement guidelines and operations for effectively managing social media
  • Get started by "listening before talking"
  • Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives
  • Use social media to deliver real-time, optimized customer support
  • Leverage mobility and the "on-the-fly" social media culture
  • Measure FRY (Frequency, Reach, and Yield)

Table of Contents

Part I: SOCIAL MEDIA PROGRAM DEVELOPMENT

  • Chapter 1: Creating the Social Company
  • Chapter 2: Aligning Social Media to Business Goals
  • Chapter 3: Planning for Performance Measurement
  • Chapter 4: Establishing Clarity of Vision, Purpose, and Execution


Part II: SOCIAL MEDIA PROGRAM INTEGRATION

  • Chapter 5: Understanding How Social Media Plugs into the Organization
  • Chapter 6: The People Principle
  • Chapter 7: Establishing Social Media Guidelines for the Organization
  • Chapter 8: Laying the Operational Groundwork for Effective Social Media Management
  • Chapter 9: The New Rules of Brand Communications in the Age of Social Media


Part III: SOCIAL MEDIA PROGRAM MANAGEMENT

  • Chapter 10: Listening Before Talking
  • Chapter 11: Social Media and Digital Brand Management
  • Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All
  • Chapter 13: Social Media Program Management--Putting It All Together


IV SOCIAL MEDIA PROGRAM MEASUREMENT

  • Chapter 14: Creating a Measurement Practice for Social Media Programs
  • Chapter 15: ROI and Other Social Media Outcomes
  • Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media
  • Chapter 17: Social Media Program Analysis and Reporting


Afterword



Index